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- Title
Sexualized Branded Entertainment and the Male Consumer Gaze.
- Authors
McAllister, Matthew P.; DeCarvalho, Lauren J.
- Abstract
Integrating work influenced by Erving Goffman and Laura Mulvey, this article applies the concept of the “male consumer gaze” to two branded US televised events, the 2011 Victoria’s Secret Fashion Show and the 2012 Hooters International Swimsuit Pageant. Critiqued elements include gendered body positioning and placement, televisual and narrativizing techniques, social and integrated media, and branding strategies that combine to create a flow of consumption-based male gazing. Such trends may intensify with changes in media economics and niche marketing
- Subjects
GAZE; MALE consumers; BRANDED entertainment; HUMAN sexuality; HOOTERS of America Inc.; VICTORIA'S Secret Stores Inc.; GOFFMAN, Erving, 1922-1982; MULVEY, Laura, 1941-; ECONOMICS
- Publication
TripleC (Cognition, Communication, Co-Operation): Open Access Journal for a Global Sustainable Information Society, 2014, Vol 12, Issue 1, p299
- ISSN
1726-670X
- Publication type
Article
- DOI
10.31269/vol12iss1pp299-314